The Impact of Product Reviews on Online Purchasing Behaviour Among IT Professionals in New Zealand
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Authors
Ariyawansha, Amaraperuma Kankanamalage Asiri Dulanga
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2025
Supervisors
Hannigan, Bradly
Rehman, Naveed ur
Rehman, Naveed ur
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Online
Reviews
Consumer Behaviour
IT Professionals
Reviews
Consumer Behaviour
IT Professionals
ANZSRC Field of Research Code (2020)
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Abstract
This study explores the role of online product reviews on the purchasing behaviour of IT professionals in New Zealand and the influence of digital feedback on the trust and decision-making behaviour in high involvement tech markets. Therefore, a full review interpretation and response by the IT Experts is required for the organizations that would like to gain credibility and to have sales based on intelligent selections.
Data are gathered through a questionnaire as a quantitative research method where 100 IT professionals in New Zealand were surveyed. Several forms of statistical analysis including descriptive statistics, reliability testing, correlation, and hierarchical multiple regression were used. The outcomes showed that trust and purchase intention are determined by such factors as review transparency, technical detail, and reviewer credibility. The study participants expressed a strong inclination for peer-written, fair reviews and were also characterized by different decision-making profiles which were reflective of the particularity of their evaluation styles.
The research findings suggest that IT professionals' resort to central route processing mainly and this is consistent with the Elaboration Likelihood Model (ELM), while Source Credibility Theory and Electronic Word-of-Mouth (eWOM) also help explain their behaviour. The current study not only adds to the theoretical comprehension of digital consumers but also provides practical implications for firms wanting to install review systems and design marketing strategies targeted at enlightened and quality-conscious consumers.
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CC BY-NC Attribution-NonCommercial 4.0 International